Infiniti has announced a comprehensive brand refresh to enhance customer connection and deliver 'thoughtful hospitality' across all touch points.
Central to the update is a new global retail architecture design, in concert with an evolved brand logo and new multisensory signature.
The new look and feel draws inspiration from the brand's Japanese heritage and reflects Infiniti's long held belief, that personal and rewarding experiences are more important than the car alone.
New retail architecture
Infiniti's new retail architecture, led by the Infiniti global design team, based in Atsugi, Japan, blends a clean, minimalist exterior with an open, light-filled interior. A key to bringing to life Infiniti's signature Total Ownership Experience, the company is committed to offering physical retail spaces that allow valued customers the opportunity to connect and interact with the brand.
Drawing inspiration from Japanese design philosophies, the new architecture pays homage to the brand's rich heritage while providing a truly immersive experience for customers.
The overarching design embodies the
Japanese concept of "Ma", a philosophy that considers the space between
things. Unlike the Western construct of minimalism, Ma embraces empty
space in an additive capacity - to ensure balance between all elements.
The
exterior façade features a distinctive deep eave along the roofline
that purposefully creates shadow and controls direct sunlight into the
showroom. Inside, the showroom has been reimagined to enhance the
feeling of spaciousness and support a seamless journey for the customer.
Refreshed brand logo
Since Infiniti's inception in 1989, the brand's logo has drawn inspiration from the infinite road to the horizon, reflecting the forward-facing direction of a brand born to challenge convention, as well as the drivers with the same attitude.
The evolved logo unveiled today, the
fourth iteration in the brand's history, places greater focus on the
"infinite road" and horizon line, complimented by revised Infiniti
wordmark spacing, that visually accentuates the horizon.
A new
three-dimensional Infiniti emblem will adorn production vehicles of the
future - bringing added depth, while expressing dynamism, motion, and
power. As the visual focal point on the front of future Infiniti
vehicles, the logo boldly announces their arrival, with illumination
that elevates the bright road to the horizon.
An invigorating new multisensory signature
Experiences
are always more memorable and stimulating when more than one sense is
engaged. In addition to a refreshed visual identity, Infiniti introduces
a new multisensory signature, encompassing scent and sonic elements, to
create another dimension of connection with customers.
New signature scent evokes a Japanese forest
Scents
can transport people to memories of places visited, as well as those
they can only imagine. To deliver a subtle feeling of Japan - a source
of inspiration for Infiniti - to guests around the world, the brand
announced a new signature scent for use at brand events, as well as for
optional diffusion within retail showrooms.
Infiniti's new
signature scent is both invigorating and calming, reflecting opposites
working in harmony to deliver something even more profound. The scent
evokes a Japanese forest, with hints of Hinoki wood (Japanese cypress),
sugi (Japanese cedar) and yuzu (Japanese citrus). The Infiniti signature
scent is crafted by a master scent designer in Japan and is 100%
sustainably sourced and natural.
New signature sound leverages human voice and sounds from Japan
To
capture the feeling of Infiniti through sound, the brand released its
own brand master track, titled "Moment of Tranquility", serving as the
foundation for a new sound logo (sonic), as well as for use at future
brand activations and in-car experiences.
The sound logo creates a sense of anticipation by marrying powerful Japanese musical elements with more serene sounds to deliver a harmonious balance. A taiko drum, the embodiment of human performance and power, contrasts with a soft furin (Japanese wind chime), an instrument played only by the wind, to add a layer of tranquility and refinement. True to Infiniti's brand value of "Human", the sound is anchored around a female voice humming as a signal to all senses that something exciting is about to happen.
Experience the new look and feel from today
Visitors to Infiniti's digital channels can see the brand's evolved visual identity from today, and guests to selected retail locations within the U.S., Mexico and Middle East, can experience the new retail design from this month onwards.
Customers in Doha, Qatar, Monterrey, Mexico, Downtown Los Angeles and Georgetown, Texas will be amongst the first to experience the new Infiniti showroom layout and aesthetic.
Additional Infiniti sites within the America's and Middle East are scheduled to be refreshed later this year, with locations across the globe to be updated over time.